Most people spend their lives trying to find the right path.

Dr. McCulloch continues to find the perfect ones.

Liz’s dad is an adventurer, doctor, entrepreneur, rancher, investor, husband, father of six, grandfather of 24, and volunteer physician for 30+ international medical missions.

His story began in the woods of Ohio, where a love of nature sparked a fascination with biology. That curiosity led him to medicine, becoming a talented plastic surgeon, and the founder of the Aesthetic Surgery Center of Colorado. Along the way, he met and worked with his true love, Carole, built a 25,000-acre cattle ranch, raised a family, and spent decades exploring the world, pursuing opportunities many only dream about.

The common thread is a simple philosophy: “If you don’t think of it, you can’t do it.”

In this special father-daughter conversation, Dr. McCulloch shares lessons from life following curiosity, embracing opportunity, and creating impact with work and service.

✨Why finding work you genuinely enjoy matters more than chasing a title

✨How mentors can help shape your future long before you realize it

✨Why the most successful people create opportunities instead of waiting for them

✨Why choosing the right life partner is the most important decision you’ll ever make

✨How a philosophy of “If you think of it, do it” can guide every chapter of life

Whether you’re beginning your career, making a change, or deciding what’s next, this is a reminder that a meaningful life is created with honesty, curiosity, and courage.

Book: Johnny Tremain by Esther Forbes

Brand: Apple

Song: “Gratitude” by Brandon Lake; also songs by Jerry Jeff Walker, Willy Nelson, Garth Brooks, Maná, Carlos Vives, and Bad Bunny

Beverage: Sidecar

Most people only apply for jobs they're already qualified for.

But what if you're meant for more — or something completely different?

Marita Swift knew what she wanted to do next. She just wasn't qualified.

Yet.

Marita is the VP of Strategic Growth at The Big Biscuit, a Kansas City-based breakfast and lunch concept where she leads franchise development, market expansion, and growth strategy. Her path there was anything but conventional. She started as a fine dining chef, cut her teeth in scratch kitchens, and spent a decade building culinary expertise before making a deliberate, methodical pivot into brand strategy and growth.

Marita shares the three-step process that made her personal rebrand work, and how the same discipline shapes the way she builds and protects her business today.

In this episode, you'll learn:

✨How to rebrand yourself when you’re ready for what’s next

✨Why the best leaders study the role they want before they step into it

✨How to differentiate in a crowded category by knowing what you do best

✨How to balance short-term execution with long-term strategic vision

✨How brand architecture helps teams make smarter decisions as they grow

For rising and established leaders alike who are ready to define where they’re going, and build the skills, story, and strategy to get there.

Marita's Creative Inspiration:

Book: Ego Is the Enemy by Ryan Holiday

Brand: Whole Foods

Beverage: Pinot noir

Song: Anything by Rihanna or Billie Eilish

What if crisis and conflict can be the beginning of your most meaningful work?

Katrina Markoff, founder of Violet Flame Chocolate and Vosges Haut-Chocolat, has spent her career building brands that are impossible to replicate.

Long before “immersive experiences” became a marketing trend, Katrina was blending storytelling, global ingredients, rituals, craftsmanship, and imagination to create the most distinctive luxury chocolate brands.

She has been named one of the Top 10 Chocolatiers in the World by National Geographic, Top 100 Most Creative People in Business by Fast Company, Food Artisan of the Year by Bon Appetit, and more.

But after profound personal and professional upheaval, Katrina found herself rebuilding from the ground up. And instead of recreating what already existed, she created something entirely new.

In this episode, we explore how creativity became part of her healing process and why some of the strongest brands emerge after disruption, reinvention, and loss.

In this episode, you'll learn:

✨ Why the strongest founders use disruption to carve out new territory

✨ How setbacks can become the catalyst for better, more meaningful creativity

✨How sensory experiences and ritual create deeper emotional brand connection

✨ Why brands that are emotionally resonant stand apart in an AI-driven world

✨ Why the future belongs to brands that create truly immersive experiences

This conversation is a powerful reminder that the best brands and versions of ourselves are not created by avoiding hardship, but by overcoming obstacles to become stronger, more intentional, and more original.

Katrina’s Creative Inspiration

Book: Coction: The Alchemy of Food

Brands: Ulla Johnson and Flamingo Estate

Beverage: Toffee and Scotch whiskey

Song: Florence + the Machine

How do you ensure 60-year-old brands last another 60 and beyond?

Paul Damico is the CEO of Ascent Hospitality Management, parent company of Perkins and Huddle House, two breakfast brands that have been serving guests for generations. Paul brings more than four decades leading brands from Moe's Southwest Grill and Cinnabon to Fuzzy's Taco Shop, NAF NAF Grill, and Global Franchise Group.

Paul shares what it truly means to lead iconic brands that can outlast pandemics, recessions, labor shortages, new concepts, and more. He shares advice about what to protect, what to evolve, and how to create teams that drive long-lasting results.

In this episode, you'll learn:

✨ How to protect and leverage legacy brand equities to continue success

✨ What to look for to create and motivate high-performing teams

✨ How to introduce brands to new audiences while retaining loyal guests

✨ Why the best franchise systems scale people and not just new stores

✨ How servant leadership drives better teams, stronger culture, and lasting results

A conversation for leaders ready to revive legacy brands, build top-performing teams, and create what truly stands the test of time.

Paul's Creative Inspiration

Book: The Monday Morning Emails by former Focus Brands CEO Russ Frith

Brand: Steak 48

Beverage: Classic Negroni (Monkey 47 gin, Italian sweet vermouth, Campari)

Song: "September" by Earth, Wind & Fire

What if the best way to expand your brand is to stop following the typical playbook?

Kate Assaraf is the founder of Dip, the plastic-free haircare brand that has sold thousands of shampoo and conditioner bars without paid advertising, Amazon, or influencers. Instead, Dip has grown through word of mouth, independent refill retailers, authentic storytelling, and products people want to share with their favorites.

After decades behind the scenes in the beauty industry, Kate saw how much modern marketing relied on hype, imitation, and manufactured trust. So she built Dip differently: salon-quality products designed to last longer, reduce waste, and create a brand experience rooted in nostalgia, emotional connection, and real customer advocacy.

In this episode, you’ll learn:

✨ How to grow through trust and word of mouth instead of paid hype

✨ Why authentic community beats chasing scale at all costs

✨ How nostalgia, emotion, and distinctiveness make brands memorable

✨ Why independent retailers can become your strongest growth engine

✨ How to decide which opportunities strengthen your brand and which dilute it

A refreshing conversation for founders and brand leaders who want to create something more distinctive, intentional, and lasting inspired by another kind of book.

Kate’s Creative Inspiration

Book: Company of One by Paul Jarvis

Brand: Vacation

Beverage: Spicy margarita

Song: Anything by Steven Page / Barenaked Ladies

What does it take to build a brand people trust enough to choose and help grow?

Jennifer Dodd is CEO of Main Squeeze Juice Company, and Tyler Owen is a new franchisee who recently joined the brand after a career at Panera. Together, they share two perspectives about building a brand: the leader shaping its future and the operator executing it, highlighting the special relationship between franchisor and franchisee.

Jen shares how her own health journey reshaped the way she thinks about leadership and why the next generation of brands will win by making better choices easier. Tyler shares what he looked for before investing as an operator, what gave him confidence to make the leap into entrepreneurship, and how he invested all he had into his business.

Together, they discuss product quality, partnerships, community connection, and how to stay close to customers and teams as you expand a franchised brand.

In this episode, you’ll learn:

✨ How to turn personal conviction into a stronger brand purpose

✨ Why pausing to refine your brand can unlock stronger growth

✨ How to operate like an owner and make better decisions no matter your role

✨ How to use partnerships and limited-time offers to drive trial and relevance

✨ Why your “customer” isn’t just the end user and how to serve every target audience

For leaders building brands that customers choose, teams are proud to stand behind, and partners believe in to expand.

Jen and Tyler’s Creative Inspiration

Book: Extreme Ownership by Jocko Willink; Start Before You’re Ready by Mick Spencer

Brand: Sweetgreen; Chick-fil-A

Beverage: Main Squeeze’s Burn (Apple, Lime, Ginger, Jalapeño)

Song: “I Believe That We Will Win” by Pitbull; anything Morgan Wallen

Want to grow a brand people discover and share without paying for attention?

Esther McIlvain is Head of Marketing at Hawkers Asian Street Food, where she leads brand strategy, creative, marketing, and communications for the fast-growing concept. Since joining, she has helped shape Hawkers’ evolution and doubled their store count with the power of repeat guests, recommendations, and community connection.

Esther shares how her start in PR shaped the way she thinks about branding today. She explains why the best brands don’t chase attention, how Hawkers uses customer personas to guide decisions, and why saying “no” is one of the best ways to protect a growing brand. She also gets into community-led marketing, why group chats matter more than reach, and how to create experiences guests actually want to talk about.

In this episode, you’ll learn:

✨ Why the best brands don’t pay for PR, they create what’s worth talking about

✨ How to define your guest by stage, not age, and why it leads to better decisions

✨ How to turn discovery and surprising experiences into emotional connections

✨ Why smaller community creators matter more than the biggest influencers

✨ How to view your brand like a customer would and spot what to optimize

A conversation for leaders who want to build brands with stronger stories, deeper loyalty, and more meaningful consumer connections.

Esther’s Creative Inspiration

Book: Start With Why by Simon Sinek

Brand: Graza

Beverage: Hawkers’ Coco Kobe

Song: “Enter Sandman” by Metallica or “…Ready For It?” by Taylor Swift

What does it take to make sure your brand delivers on what it promises?

Eric Martino is President of the Hard Rock Cafe Division at Hard Rock International, where he leads 170 cafes around the world with the global retail business. While Hard Rock’s hotels and casinos continue to grow, the cafe division represents a different kind of challenge: how to evolve an iconic experience to meet today’s guest expectations.

From protecting what makes Hard Rock special to harnessing the rich company culture that can ensure a relevant brand experience, Eric breaks down what it takes to bring consistency, energy, and relevance back to a global brand at scale. He also explains why culture, clarity, and fundamentals are the foundation for any brand that will endure.

In this episode, you’ll learn:

✨ How to build culture that translates into powerful guest experience

✨ Why culture is defined by what you celebrate, tolerate, and enforce

✨ Why “clear is kind” and how clarity can drive better performance

✨ How to use “inform, educate, and inspire” to align and activate teams

✨ How to modernize an iconic brand without losing what made it matter

A conversation for leaders who want to turn culture into a competitive advantage.

Eric’s Creative Inspiration

Books: The Compound Effect, Atomic Habits, Setting the Table, The Ride of a Lifetime

Brand: Apple

Beverage: Diet ginger ale, G4 or Dobel Tequila

Song: “The Fire” by The Roots

What happens when a frustrating moment turns into a business idea you can’t ignore?

Annabel Hay is the founder of CLUTCH, the first fashion glue designed to fix wardrobe malfunctions that has turned into a globally-patented product and fast-growing brand. After four years of development CLUTCH is a fast-growing, category-shaping brand now carried by retailers like Urban Outfitters and CVS.

Annabel shares what it takes to turn a simple idea into a breakout brand. From emailing professors 60+ times to find a formulation partner and packing orders in her bedroom to going viral overnight on TikTok and landing on Shark Tank, her story is a lesson in creativity, persistence, and listening to your customers.

In this episode, you’ll learn:

✨ How to turn an everyday frustration into products people want

✨ Why scrappy execution and action matter more than perfection

✨ How to prepare for high-stakes moments and confidently sell your idea

✨ How to turn real-world moments into high-impact brand exposure

✨ How to use social media as free R&D and consumer insights

A conversation for founders and brand builders looking to turn real consumer problems into scalable, ownable brands.

Annabel’s Creative Inspiration

Book: Setting the Table by Danny Meyer

Brand: Seoul Tonic

Beverage: Spicy marg

Song: “Vogue” by Madonna

What does it really take to make an old brand exciting again?

George Felix is Executive Vice President and Chief Marketing Officer at Brinker International, where he leads marketing for Chili’s Grill & Bar and Maggiano’s Little Italy. He’s helped bring Chili’s back to category leadership in both sales and traffic by pairing brand strategy with better operations, smarter focus, and a lot of creativity.

George shares how great turnarounds start by “digging through the attic” to find what made a brand distinctive in the first place and make it relevant again. He explains why brand strategy should guide everything teams do, why fewer, better things always win, and how cross-functional collaboration can deliver a better guest experience.

In this episode, you’ll learn:

✨ How to uncover unique, ownable equities that a brand can leverage

✨ Why fewer, better offerings drive better brand and business results

✨ How internal teams can help uncover real consumer truths, not just trends

✨ How to get out of the “marketing bubble” and into the business

✨ Why a brand North Star is critical to guide company-wide decisions

A conversation for leaders trying to revive a brand, sharpen what their brand stands for, and use creativity to drive a business.

George’s Creative Inspiration

Book: For the Culture by Marcus Collins

Brand: Tubi

Beverage: Ranch water

Song: “Eye of the Tiger” by Survivor